IGNOU MS-68 - Management of Marketing Communication and Advertising

1. a) Explain the concept and the role of marketing communication in a FMCG company that you are familiar with. b) As a marketer foraying into a range of ready to cook packaged food category discuss the consumer variables/key behavior concepts that you wish to consider and why? 2. a) Explain the term communication strategy. Why planning and execution of an advertising firm becomes essential? Discuss by taking an example the proposed framework of promotion strategy. b) Distinguish advertising effectiveness and advertising research. When do marketers consider undertaking advertising research? Illustrate with an example. 3. a) List out the media options available to a consumer durable brand of your choice. Explain the characteristics, advantage and disadvantages of each of the said media. b) Comment on the Media Selection, Planning and Scheduling activities. As an advertising agency how would you go about in organizing these activities mentioned above for a new brand of e-motorcycle for its official launch. Discuss. 4. a) Discuss all the various forms of marketing communication method that a marketer can consider. Highlight the benefits and limitation of each of these methods. b) With the help of online resources and the secondary data available prepare a detailed note on the importance of legal and ethical issues on advertising and their impact on the consumer and the business as well.

1(a) Discuss the concept and role of Marketing Communication with reference to any FMCG company of your choice. (b) Explain the Consumer Behavior variables that play a key role in the development of marketing communication. Illustrate with a suitable example. 2(a) Discuss the concept of Promotional Strategy. Explain the planning framework of promotional strategy for a new brand of electric bike targetted at high school students. (b) Pickup any two advertisements each from FMCG category and consumer durable category of your choice. Discuss the below mentioned with reference to the advertisement so selected. (i) Headline and Color (ii) Message Design and Positioning (iii) Size and Shape. 3(a) Explain the elements of an advertising plan. What are the various type of media that are available for advertiser’s and marketers in promoting a new brand of shaving cream for rural markets. (b) How would you go about in selecting media and in planning and scheduling advertising campaign for a premium brand of women’s jewellary in metro cities. 4(a) When and why it is necessary to measure the effectiveness for an advertising campaign? Discuss. (b) What is Direct Marketing? Comment on the advantages and limitations of direct marketing.